Founded in 1965 by Jim Thompson, the Crown Worldwide Group (“Crown”) began as a small moving company in Japan, relocated its headquarters to Hong Kong in the mid-1970s. Within 30 years, Crown has had the world’s largest privately held relocation and logistics company, a success which was mainly attributed to the founder’s insistence on high quality service and unwavering commitment to community development. With the growing concern among customers about CSR, the company recognized that CSR … Read more »

Founded in 1965 by Jim Thompson, the Crown Worldwide Group (“Crown”) began as a small moving company in Japan, relocated its headquarters to Hong Kong in the mid-1970s. Within 30 years, Crown has had the world’s largest privately held relocation and logistics company, a success which was mainly attributed to the founder’s insistence on high quality service and unwavering commitment to community development. With the growing concern among customers about CSR, the company recognized that to achieve CSR into their corporate strategy and day-to-day activities on sustainability for the company and the society must be integrated. In 2008, Crown appointed its first CSR director whose primary task was the development and implementation of a standardized global CSR strategy that would support Crown environmental and community development initiatives. Various CSR integration steps have been taken, such as the development of global environmental standards, stimulating employees and Volunteerism, building CSR communication channels, the development of a supplier management system and implementation of CSR measurement. In line with the objectives of the UN Global Compact initiative, which exert a leadership guided participants responsible business Crown would also publish annual sustainability reports. Although staff were supportive of the company’s CSR efforts, the trip to a well-rounded corporate citizen, full of complexity and includes a wide range of actors and multi-dimensional problems. Without a roadmap or framework could be daunting CSR integration efforts, but inaction is no longer an option in light of the increasing CSR expectations. What would be the most important success factors for Crown CSR integration?
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from
Ali Farhoomand,
Ricky Lai,
Claudia H. L. Woo
Source: University of Hong Kong
22 pages.
Release date: 05 July, 2010. Prod #: HKU891-PDF-ENG
Crown Worldwide: Integrating Corporate Social Responsibility in Business HBR case solution

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